The Department for Education (DfE) is launching a major campaign to raise awareness and encourage reappraisal of apprenticeships by both employers and candidates in the wake of declining take-up.
Created by M&C Saatchi, the new campaign sets out to challenge the current perception of apprenticeships, which are often associated with low wages and manual labour.
The ‘Fire It Up’ campaign follows a group of apprentices. As they rise early and set off early, sparks of electricity channel through them, symbolising their “energy, passion and spirit”, accompanied by the strapline “We’re not like everyone else… we’re ready now”.
The campaign will run across all major TV channels and on-demand, as well as cinema, social media and search. It comprises 60”, 30” and 20” executions, national and school proximity OOH, digital display, targeted social carousels, plus a media partnership with Hearst.
It will be supported by a new website, apprenticeships.gov.uk, created by a joint team from M&C Saatchi and the Education & Skills Funding Agency (EFSA). The site will offer an overview for employers and candidates of what it means to hire an apprentice and become one.
DfE Communications Group director Gemmaine Walsh said: “This is a flagship Government campaign which has the potential to change how people think and feel about apprenticeships – and have a real impact the lives of thousands of people. It’s great to have M&C Saatchi on board and we are excited to see how our new approach will change attitudes.
M&C Saatchi chief creative officer Justin Tindall added: “Apprenticeships have a perception problem. They’re not seen as a cool, active choice. This groundbreaking, progressive campaign sets out to turn that perception on its head by shining a light on the energy, passion and palpable spark that embodies apprentices and the exciting range of career paths open to them.”
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